Communications--and business in general--is in the midst of a sea change, what with the new incoming political administration, the recession and, of course, the ever-growing number of social media platforms. It's certainly a time of transition, and it's created an opportunity for PR execs to take the lead in helping their companies and clients navigate the new challenges surrounding stakeholder outreach and engagement. Marketers, on the other hand, have struggled in many ways to find their place within modern organizational structures, having involuntarily relinquished much of their perceived upper hand over PR. That said, no communications initiative (internal or external) can stand without two legs--that is, without both PR and marketing--which requires executives on both sides of the fence to collaborate on integrated communications efforts that enhance their reputations and bottom lines. Overcoming their stormy history is a necessary evil, if only for PR and marketing's one shared objective: survival.
Marriage of Necessity: Integrating PR & Marketing to Survive Turbulent Times
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